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The answer goes beyond simply counting cigarettes

This temperature difference is the foundation of every other difference between the two methods

E-cigs deliver a liquid to users as a vapor instead of a harsher smoke

Responsible advertising by the e-cigarette companies is needed, including adver tising that focuses directly on established adult smokers and features adults (not young adults), does not depict active use of e-cigarettes, does not use themes proven to appeal to youth and young adults, avoids media channels with high youth access, and does not undermine cessation efforts involving traditional tobacco products